While demand for depilatories continued to grow in 2021, value sales compared to 2020 declined in line with a significant drop in the average unit price of the dominant hair removers/bleaches. The general shelf space for depilatories has reduced in the United Arab Emirates, driven in part by the popularity of alternative methods of hair removal such as permanent laser hair removal and salon-based waxing.
One factor supporting growth of depilatories is the increasing number of men who are expressing a preference for a hairless look, especially among millennials and Generation Z consumers. A small number of male-only beauty lounges are offering these professional services but more often than not, men prefer to do this themselves at home, especially as they have access to men’s grooming products.
In 2021, Amazon home services expanded its operations across Dubai, where it includes convenient at-home beauty services, including at-home hair removal for both men and women. It remains to be seen if this will gain in popularity but its launch was accompanied by aggressive discounts to attract new customers.
Women’s pre-shave has a limited presence in the United Arab Emirates, with the exception of niche players such as local brand The Art of Shaving. One of the reasons for this low demand for women’s pre-shave as a complementary product to women’s razors and blades is that many newer products, such as Gillette Venus Breeze Razor, already come with built-in shaving gel bars, thereby reducing the need to use an additional product.
Reckitt Benckiser retained its convincing leadership of depilatories in 2021, and is likely to continue leading the category over the forecast period. The player benefits from its strength in the dominant hair removers/bleaches, fuelled by the popularity of its Veet brand.
The use of food-derived ingredients is increasingly popular in depilatories, due to perceptions of being natural and sustainable. However, DIY hair removal solutions using sugar and lemon water, which trend on social media platforms, are tapping into trends seen in skin care for more sustainable alternatives, offering competition.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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